Blog: 3 Keys to Fast Mobile Websites in eCommerce

Fast mobile websites are essential if you want to capture the Millenial eCommerce buyer. It’s so important, the VP of eCommerce at Crocs International challenged her mobile team to manage against one core requirement: “We have 3 seconds to stop their thumbs.” This was one of the interesting insights at the “Marketing to Millennials” session at the recent ShopTalk Europe event.

The panel went on to discuss the importance of a mobile UX with beautiful content that pops, relevant recommendations, and an effective social narrative. But they always came back to the importance of mobile website speed. If you don’t respect the 3 second mobile shopping barrier, the only audience you will engage is your QA team.

So how do you turn your eCommerce experience into a fast loading mobile website? Here are 3 keys to delivering fast mobile websites that load in under 3 seconds.

1. Embrace Adaptive instead of Responsive Web Design

Responsive web design (RWD) has been a popular development approach because you can build one version of the website that adjusts to every device. Unfortunately, RWD increases the file size sent to the browser by sending every possible version of the website so it can render the correct one. In contrast, Adaptive Web Design (AWD) uses information about the device to pick and send only the relevant files. AWD websites load faster than comparable RWD websites while delivering the same experience. This is the approach embraced by eBags, Moosejaw, and Pier 1, whose project was recently highlighted in Internet Retailer article “How Pier 1’s Focus on Web Speed Increases Sales”

Although it give you a fast mobile website, AWD is not something you can do overnight. AWD is a journey, and takes significant time and resources. Keep it as a goal, but also consider fixes that can improve the speed of your mobile RWD site in the short term. Like your 3rd Party JavaScript.

2. Javascript is NOT your Enemy

IT performance teams often view 3rd party JavaScript tags as public enemy #1. Every tag represents a new potential point of failure that IT can’t control. At the same time, marketing teams love 3rd party Javascript, because it enables the fast deployment of features into the mobile site.

3. Trust the Process or Go Above Them

If you are not ready to optimize the execution of your 3rd party JavaScript, you should create a process to ensure the Javascript is deployed with performance in mind. Today, marketing teams armed with tag management software can add new features and tracking tags at will, without going through IT. Need to measure a campaign? Tag. Add a manufacturer advertisement? Tag. So easy. Given that 3rd party JavaScript is responsible for 50-75% of page delays, it’s a wonder that problems ever occur.

The way to resolve 3rd party JavaScript delays with minimal investment is to make IT a key member of the tag approval process. Give them visibility into upcoming projects and the tags expected, so they are prepared for any problems that arise. This way marketing can still add new features quickly without code changes, while IT can better manage and control the performance impact of tags on your mobile website.

If you don’t like adding process, an alternative is to go above the code. Let marketing add the 3rd party JavaScript they want, then optimize the website code as it’s being delivered to the browser. This is accomplished by a cloud-based technology layer that resides outside your code and applies optimizations as requests are being received. As a result, you will have more flexibility in how you release new features to your pages, because violations will be caught before they get to the browser. But don’t abandon all efforts to control JavaScript proliferation. Marketing doesn’t need 13 different tracking tags on one page, and someone needs to tell them.

Don’t Sacrifice

Reaching Millenial shoppers that love their mobile device is a critical challenge. They want every convenience possible in your shopping experience, but will flee from the smallest of delays. As you explore options to build a fast mobile website, don’t sacrifice JavaScript and a great UX in the process. The right technology and process will give you both.